supercharge your social media marketing march 2014

Supercharge Your Social

Media Marketing

Xaña WinansGolden Proportions Marketing

www.facebook.com/GoldenProportions

5 year old Myles Scott Defeats Leukemia and

Becomes Batkid

The Results?

15,000 strangers signed up to be “grateful onlookers”

6,400 photos shared

130,000 Tweets

Video from The President

Massive support & publicity for Make-A-Wish

1. Your patients use it daily

2. Your prospects use it daily

There are only TWO reasons to use social media:

Why is Social Networking so Popular?

People are inherently curious and voyeuristic

It’s incredibly easy to use

But the real reason we love it?

30-40% of our daily conversations center around our own experiences.

Up to 80% of what we post on social media is about ourselves.

Harvard Study, 2012

Participants were given the choice of: Talking about themselves or

Listening to others judge their thoughts.

An MRI showed that the act of self disclosure lights up areas of the brain

associated with eating and sex.

Participant’s pleasure centers lit up more when they were told

they had an audience.

Participants enjoyed sharing about themselves so much that they were willing

to forego money for it.

What Can Social Media Do For You?

1. Helps You To Connect

Form new and rekindle old connections

Enhance the connections you make in the office on a daily basis

Creates an impression of accessibility

2. Reinforces Branding

Share your style and your brand with a larger audience

Gets the word out about your core values

Shows how patients feel about you

Brand reinforcement/repeated exposure

BRAND!

3. Acts as Word of Mouth

Modern day version of back fence conversations

Passive endorsement of your practice to a trusted audience

4. Creates a Cost Effective Alternative to Advertising

No charge to create social accounts

Inexpensive media option in expensive media markets

Only takes your time…and a lot of energy!

5. Keeps You On Top Of Your Reputation

Reviews help keep you accountable

Lets you address problems in advance

Not To Be Ignored…And Yet It Was

6. Lets You Learn What Patients Want

Use social media to ask them!

Patients become real time focus groups

See what topics generate the most interest

7. Supports Your SEO

Google measures your:

– Social media fan base size– Social commenting – Social sharing– Likes, +1’s and Retweets

Guess who made the #1 SEO factor the most important?

7 of the top 10 rank

factors are SOCIAL

When NOT to Use Social Media

If you don’t have the time to do it right

If you plan to outsource 100%

If you’re not a personable person

If you don’t trust your team to participate

If you don’t trust your patients to engage in a positive manner

So Many Social Channels – Where Do You Start?

1.15 Billion Users World Wide - June 2013

669 Million Users Login EVERY SINGLE DAY

78% of users

access Facebook

on a mobile device

Facebook Factoids

Average 8 hours spent on Facebook per month

4.5 Billion average daily “likes”

350 Million photo uploads per day

53% Female/47% male

Why Does Facebook Matter?

People buy from people that they:– KNOW– LIKE– TRUST

Facebook gives patients a glimpse into the “Man Behind the Mask”

A Review of the Basics:

Profiles vs. Pages

Link to your practice page

Link Your Work to Your Practice Page

Using Your Personal Page For Business

Personal pages can’t be used EXCLUSIVELY for business – but some is okay!

Trust factor among friends is high

Celebrate important business moments

Tag people to spread the reach

Business Page

Don’t Have A Practice Page?

Look for the “Sign Up” Button, Upper Left

Or go to Facebook.com/Pages

Want Check-Ins On Facebook?

Choose Your Business Name Wisely! Use

NAP Protocol

You can only change this ONCE!

Solo Practice – Your Photo I Group Practice - Logo

Only 180 x 180 pixels – frame your logo properly or it gets cut off

Add to your favorites so you see it when logged in as personal profile

Go to admin page

Don’t forget to like your own page!

Create Your Timeline Cover Photo

Next, Optimize Your Apps

Maximum of 12 Apps, but 6-8 is best

4 standard apps– Photos – always in the #1 position– Likes– Videos– Events

Move your apps to promote them

Add Free Apps

Smile Reminder

Demand Force

1-800 Dentist

Rate a Dentist/Lighthouse

Request an Appt. App

Add Review App

Is Your Practice Page Up To Date?

Update your profile photo

Maximize your cover image

Add apps

Completely fill out the “about” page using search keywords

Customize your Facebook URL

Add “Local Business” to your business category to allow check-ins

Start Posting!

Schedule Ahead

What’s the Magic Formula?

3 informative, educational posts – link to articles, infographics, videos

1-2 promotional posts – contest, special offers

2-3 personal social posts

Perfect Post Length

Posts between 100 and 250 characters (less than 3 lines of text) see 60% more

likes, comments and shares than posts greater

than 250 characters.

71 to 140 characters is the sweet spot.

Need a Few Ideas?

Holidays– What was your favorite Christmas present?– What did you dress as for Halloween?

Team member of the month– Favorite dental practice memory– Last really good laugh and what was it about– How do you spend your weekends?

Get LOCAL! HS sports, 5K races, charity events

Smile Quotes

Special “Days”– National Ice Cream Day– Patient Day– www.HolidayInsights.com (Bizarre & Unique Days)

Financial Information– Insurance participation/how to maximize– Care Credit – links to apply– Invisalign for only $230/month

Charity Work– Mission trips– Battered women smile makeovers– Fee extraction days

Dental Emergencies– Treating a knocked out tooth– What to do with an abscess on the weekend– Signs of an impacted wisdom tooth

Classic Dental Videos– Bill Cosby– David at the Dentist

Dental Anxiety– Don’t make the kids nervous– Breathing/relaxation techniques– Sedation options

TMJ Pain– What causes it– Signs and symptoms– How to treat it

Cancer and Dentistry

Pregnancy and Dentistry

Blog Posts – link to your website’s blog!

Dental care for pets

Patient comfort items

Awards and accreditations

Guess the celebrity smile

Foods and recipes for healthy smiles

Certification

New Tech

Adding an Employee/Promotions

Fun Photos/Behind the Scenes

Tell Patients Why You Love What You Do!

A Note About Team Participation

Make team admins but protect your passwords!

Make sure they have their own social account and friend/follower base

Rotate duties for different perspectives

Facebook is All AboutEngagement

15 million business pages on Facebook

Complex algorithms that help people see what matters most

Your fans don’t see all your posts

96% of fans don’t go back to a brand’s page after initial engagement

Edgerank

An algorithm that measures:– Affinity: how closely affiliated you are to that

follower. Interact more frequently with a patient, get seen more often by that person.

– Weight of type of post: Photos, Videos, Text– Time Decay: The older the post, the less valuable

Only 16% of your fans will see any given post on average

Go Beyond Basic Text

Photo albums - 180% more engagement

Pictures – 120% more engagement

Videos - 100% more engagement

Emoticons

Hubspot reports that “something as simple as a smiley face emoticon in your post” can:

Increase likes by 57%Increase comments by 33%

Increase shares by 32%

Take Your Best Guess

Guess how many pounds of candy got turned in during the candy buy back program? (Photo!)

Guess how many smiles we have transformed?

Guess how many patients we helped on our mission trip?

Ask a Question

If Dr. Winans’ life was a feature film, what would it be? (kick start with an answer)

Dr. Miller wants to sponsor a local charity – which one should we help and why?

True or False?

Posting Tip!

Write your question in a “blank text” photo to get more

engagement and higher visibility

If money was not an object,

would you prefer a white smile or a straight smile?

Tell Me a Story…

Tell a patient’s story in phases of treatment– Motivation to come see you– Consult– Prep– Seat– Life changing result

Don’t Leave Them Hanging!

Respond immediately or same day

Leave Facebook open – look for notifications

Reply as doctor for clinical posts, team for social posts

Share Progress

Renovating Your Office? – Show interior design boards & architectural plans– Show construction– Show the team putting the place back together– Unveil the finished product with a photo gallery

Talk up continuing education trips

Team Can Share CE Trips on Personal Pages Tag Your Co-Workers!

Create a Like vs. Share

Competition

Bring a Little Personality To Your Office

Grow Your Fan Base!

Contests

Incentive requires that you like the page

Complete a contest entry form

Require an email address and use for email marketing

Offer additional contest entries for sharing (SEO Benefit!), or shares that become entries

Add Promotions

What Incentives Generate Likes?

WhiteningGift CardsKindle Fire

Spa ServicesIpad

Anything TECH

Contests without Apps

Now legal to run contests for likes and comments without an app

Free “pick your winner” tool on WooBox.com

Login with Facebook account

Choose your page

Pick your winner at random

Promote Your Contest

Post 2-3x/week with a link to the app

Ask people what they will do with the prize

Give people a countdown to the drawing date

Announce the winner

Post a photo of the winner collecting their prize

Increase Visibility

Highlight your post - Stretch it across the width of the page

Highlight your promotion on your website

Add a link in your e-newsletter

Create a custom cover image

Pin it to the top of your page for 7 days

Highlight a Post – Stretch it!

Find a Charity to Support

Start With Those Who Already Know You

Target Age Range

Choose Interests

Set Your Budget

Facebook Advertising

Promoting posts with a paid ad increases organic and viral reach, but reduces click-throughs.

Paid ads are used for promotional content. Naturally gets less result.

Best for brand awareness, not engagement.

Upload as many photo options as available. These are used to test response.

1. Write the ad. 2. Choose placement. 3. Check your work.

1.

2.

3.

Large Local Employer?

Set Your Budget – Daily or Lifetime Max

This is NOT Like Google Adwords

Boosted Post

Facebook Ads

What’s Working? What’s Not?

Facebook Insights

Check to see which posts had the most impactMeasure New LikesMeasure Engagement– Clicks– Likes– Comments– Shares

Post by Post scorecard

Summary Overview

Growth in Page Likes

Hide, Spam and Unlikes

Age and Gender Distribution

Best Time to Reach Your Audience

Which Posts Engaged Users Most?

What Types of Posts Engage Best?

How to Get Unliked

Facebook #Hashtags

Easy way to group, discover and follow conversations

Simply type in the search bar to find all posts

However:Hashtags are not only less likely to go viral, but also make people less likely to engage with the content

15,000 fans of:“This is not Twitter. Hashtags don’t work here.”

Google+ is Growing Fast

Started in June 2011

Over 500 Million active users

Second largest social media site in the world

On track to overtake Facebook in 2 years

68% male/32% female

New to Google+?Create your personal Google+ account

Choose Local Business or Place

Next, Visit the “Create a Page” on Google+

Google will ask for your business name or phone number and tie it to your Google Places profile

Complete the Profile

Add your tagline (10 words) and profile photo

Click “Finish”

Complete your profile– Hours, Website & Contact Info– Add “Recommended Links” to other social media

pages – FB, TW, Blog– Upload 5 images to your photo strip

Link to Relevant Pages on Your Website

Start Posting!Choose which circles get to see the posts

You Can’t Do This On Facebook!

You can follow your page’s fans back

Create custom circles– Team Members (internal communication)– VIP’s (special bus. partners, most loyal patients)– Customers (send special promotions!)– Following (don’t know you, but you’re interesting)

Google+ Engagement

Longer posts do better here

Format your text– BOLD *this* becomes this– ITALICS _this_ becomes this

Upload two photos, ask followers to +1 the image they like best (Similar to FB Likes)

Facebook engagement = Google+ engagement

Contests on Google+

“You may not run contests, sweepstakes, or other such promotions directly on Google+

or in a manner that requires use of G+ features or functionality.”

However, you CAN link to promotions hosted elsewhere

Temporary Mass Confusion

Twitter Growth

Created March 2006

1 Billion tweets a week

288 Million monthly active users

10 tweets a second mention Starbucks

Fastest growing demographic is 55-64 year olds

Twitter Tips

140 characters or less (including links!)

Extremely mobile audience – 60%

You must be responsive – Twitter moves FAST

Post daily if you can

The more people your audience follows, the less likely they will see your post

And I’ll Follow You Back!

Find LOCAL Followers

Search.Twitter.com/Advanced

Twellow.com/Twellowhood

NearbyTweeps.com

LocalTweeps.com

#Lewisburg

What Do You Tweet About?

Tweets and Engagement

Blog Posts

Newsletter Links

Facebook Posts

Contests

Photos

Retweeting

If you like a tweet you can retweet it (similar to FB sharing) Now everyone in your list can see it.

Use hashtags (often overused) – use for the topic – makes it searchable

See what hashtags are trending

Answer a Series of FAQ’s

How does Invisalign work?

How do I floss properly?

Do I have an abscess?

What is a one appointment crown?

What should I do when a tooth gets knocked out?

Record Patient Testimonials

Add a Little Personality!

Dr. and Team profiles are the most popular pages on most dental websites

Let them see who you are

Office tours reduce anxiety

Celebrate Their Special Day

Create Your Boards

Whitening Cases

Smile Rejuvenation

Celebrity Smiles

Charity Work/Mission Trips

Pick a theme and stay with it

The Value of Blogging

Shows Google your site is active

SEO value – Google rewards fresh content

Creates opportunities for social media links

Blogging TopicsHighlight important cases

Tell a patient’s story

Premiere new technology

Show videos

Share testimonials

Share life outside of the office

Think About Patient Pain Points

FearMoney

PainTime

Security/GuaranteeReliability

Don’t Hide the Negative - Build Your Blogs By Being Direct!

Overcoming Bloggers Block

Set Google alerts for topics related to dentistry

Keeps your blogs fresh and relevant to current national and local news

Check out the competition in another city

Make a list of topics a year in advance

Google “Dental Infographics” – FULL of ideas!

Get Inspiration From The Competition

Topsy.com

Effective Blogging Techniques

Blog on a regular basis for Google to continuously index your site.

Length: minimum of 500 words to ensure that there is sufficient content to be indexed. Most bloggers target to write 750 words.

One topic at a time for proper indexing

Use relevant keyword phrases.

Avoid repeating phrases or risk penalties. Use synonyms.

Use interesting images for your blog.

Designate an employee to proof and edit prior to posting.

Add a call to action at the end of each blog

Smush.It

Load times matter to Google!

Upload images to Smush.it, compress, download

Smaller file size, same quality photo

Promote It!

Link back to your website

Talk up to patients

Promote with feed on main page

Use it for e-newsletter content and link back into website

Push out to social media – use a snippet, photo & link

Want a Blog That Goes Viral?

Domain Authority

Microsoft 100/100Successful Smiles Blog 94/100Visa: 92/100Ford: 91/100Netflix: 91/100Pepsi: 89/100

Managing YourOnline Reviews

Think Reviews Don’t Matter?

75% of reviews posted on review websites are positive.

71% agree that consumer reviews make them more comfortable that they are buying the right product/service

70% of people consult reviews/ratings before purchasing.

Who Would You Call?

Google Reviews

1. Login to your G+ account or create one

2. Search for the business / doctor name

3. Click on the listing to go to the G+ page

4. Click on “write a review”

5. Rate 1 to 5 stars

6. Add your comments

Negative Reviews?

Call the patient, solve their problem and ask them to remove the review.

Write a public response to the review

Get 10x as many positive reviews published

If not your patient, ask Google to remove it

95% of unhappy customers will return if an issue is resolved quickly and efficiently.

So Many Review Sites, So Little Time

Measuring Your Results

Google Analytics

Facebook Insights

Shares, Comments and Likes

Community Reputation

Website Rank

Buy 12 Months of Posting and Get Your “Go Social” Fan Campaign 50% Off

Need a Comprehensive Approach to Your Marketing?

BrandingInternal Marketing

Patient PhotographyPrint/Radio/TV

Direct MailWebsites/SEOSocial Media

Marketing Diagnostic $500 Off

866-590-4476 Xana@GoldenProportions.com